Click here for the article of Business Week, "MBA Admissions Web Sites: Not All Are Equal", by Francesca Levy, September 22, 2008.
Which business schools have the best admissions Web sites? We looked at the Web sites of BusinessWeek's
top 20 business schools to determine which were a challenge to navigate
and which flowed smoothly and intuitively. To do this, we selected five
important pieces of information every prospective MBA student would
likely be looking for: application deadlines, a list of application
materials, the admissions director's name and contact information,
financial aid information, and a description of the curriculum. Then we
timed how long it takes to locate that information on each site.
Not
surprisingly, results varied widely. Some sites slowed the user down
with small or low-contrast typefaces. Others created delays by burying
one piece of critical information, such as an admissions director's
name, deep in the site. Most had sophisticated graphics and images, and
attractive designs. But the schools that shone were the ones who
created the simplest, most straightforward experience. After all, most
visitors to a B-school Web site know what they're looking for and would
rather find it quickly than be wowed by snazzy visuals. Our results
follow, ranging from easiest to hardest to use.
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